Sharlene Batin

Assistant Secretary, Philippines Department of Tourism

Sharlene Zabala-Batin has been the dynamic Regional Director (Director IV) of the Department of Tourism - National Capital Region (DOT-NCR) from November 2021 to June 9, 2025. Under her leadership, she has championed innovation and transformative strategies that have elevated Metro Manila’s urban tourism, most notably through the groundbreaking Philippines Hop-On Hop-Off program—the first of its kind in the country. Her commitment to sound financial management has been recognized by the Commission on Audit, unqualified opinion for five consecutive years, underscoring her excellence in governance.

With a wealth of experience from managing high-profile events such as the World Travel and Tourism Global Summit, the Asia-Pacific Ministerial Conference on Disaster Risk Reduction, and the FIBA World Basketball Championship, Sharlene’s leadership has consistently driven growth and development in the Philippine tourism sector. Her strategic vision continues to shape Metro Manila as the destination "where it all starts here."

On September 16, 2024, she was appointed as Assistant Secretary for Tourism Digitalization and Resource Generation, she leads in key areas such as Tourism Digitalization, Public-Private Partnerships (PPP), MSME support, investment and enterprise innovation, and Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism. Her expanded role signals new directions for the industry, particularly in harnessing digital transformation and innovative partnerships to strengthen tourism’s future.

On March 31, 2025, she was likewise designated as OIC–Assistant Secretary for Branding and Marketing Communications Office, in a concurrent capacity, to lead the Department’s branding and marketing initiatives.